Case Study — Mirror

Ecommerce Site & Brand Development

Inspiration Image: Mango “Life in Bloom Summer” 2020 Campaign

Background

THE CHALLENGE

  • Design a responsive e-commerce website that makes their clothing accessible and inclusive to everyone.
  • Design a branding message for the company that is creative and inviting enough to attract a diverse range of people and styles.

THE RESULT

  • Clear target audience with defined customer social/ethical standards and motivators.
  • A more efficacious way for customers to find their size, partnered with an incentivized return policy which increases online sales and builds customer loyalty.

EMPATHIZE

Research Discovery Phase

Strengths & Weaknesses | Opportunities & Threats

Participant Demographics & Interview Analysis

5 Participants

Ages 26–38.

Gender: 3 Female, 2 Male.

Marital Status: 3 Married, 2 Single.

Occupations: Creative & Tech Industries.

Annual Income 35–110k.

Customer Persona

Mirror customer persona.

DEFINING THE PROBLEM

Key Findings

Based on user research interviews, 100% of participants expressed the most important factors that contribute to a pleasant online shopping experience are:

1. Finding Their Size.

2. Ease of Returns.

SOLUTIONS

Sizing

Return Policy

Combining Solutions

PROTOTYPE

Low-Fidelity Wireframe Sketches
Mid-Fidelity Wireframes
Logo Inspiration / Preliminary Mood Board
UI Kit Preview. Figma Link to full UI Kit
High Fidelity Prototype Prototype Link

USER TESTING — PROTOTYPE

Plan

  1. Test Objective — We want to design a product item page that allows customers to find their size in a way that feels empathetic and inclusive. This will allow us to build stronger customer loyalty and reduce size-related returns.
  2. Test Goals — A.) The user is able to successfully navigate the product item page and find the information they need to determine the best size for them. B.) Customers feel accurately represented in fit information & quiz answers provided. C.) After completing the quiz, the user feels they have given enough/accurate information in order to trust the results.
  3. Test Methodology — Due to the small scope of this project, testing will be conducted remotely via moderated tests with 5 participants.
  4. Participants will be within the identified user persona requirements of Ages 25–40, women, and have experience shopping for clothing online.
  5. Tasks — 1.) The participant will be asked to find their size on a specific product item page. 2.) The participant will be asked to complete the ‘Find my Size’ quiz (if not already completed in Task 1) and share out loud their thought process and experience while entering their information.
Find My Size Quiz. High Fidelity Prototype

USER TESTING — KEY FINDINGS

Validated Assumptions

  • 60% gave a 5 rating, while 40% gave a 4 rating but said they would increase to a 5 after one successful purchase using the quiz. The only hesitation being from past bad experiences with other brands.
  • 100% of participants found the illustrations helpful.
  • 60% of participants expressed excitement about being offered two options in conjunction with the ‘Try at Home’ return policy.

Surprising Discoveries

  • 100% of participants were MOST excited about the fit preference question in the quiz.

Opportunities

  • 80% of participants did not understand the term “Straight” fit, in the FIT dropdown.
  • 60% of participants wished for more body size diversity in product images.
  • 60% of participants didn’t know their proportions.
  • 40% of participants never clicked on the ‘Find my Size’ quiz in Task 1. When guided to the quiz, they expressed how they had never seen a quiz like this before.
Affinity Map/Priority Matrix

Next Steps

Iterations Made

Continued User Testing Plans

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Women's RTW Designer transitioning to e-commerce UX Designer.

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